Monotonous Forests and Colorful Trees

We examine the effects of color on information processing style. We find that color makes people focus more on the details presented in a picture while black and white makes people focus more on the overall meaning of the picture. The differential focus is then shown to affect product choice.



Citation:

Hyojin Lee, Xiaoyan Deng, and Rao Unnava (2012) ,"Monotonous Forests and Colorful Trees", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1140-1140.

Authors

Hyojin Lee, Ohio State University, USA
Xiaoyan Deng, Ohio State University, USA
Rao Unnava, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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